Research On The Integrated Performance Of Rural Tourism Brands In Dumeng County

Since 2015,rural tourism has been mentioned many times in document No.1 of the Central Committee of China.Dumong County is a large tourism county,and rural tourism develops rapidly.However,since 2017,due to the serious homogeneity of rural tourism projects in Dumont County,the small,multi-brand and disorder of rural tourism have led to the slow development of rural tourism in Dumont County.Therefore,the Dumont County Government has taken measures to integrate rural tourism brands to improve the development speed of rural tourism.This paper studies the brand integration of rural tourism in Dumont County,makes an empirical study on the performance of the brand integration of rural tourism by using case study method,and puts forward the path to promote the brand integration of rural tourism in Dumont County based on the empirical results.It has some experience in enriching the theoretical system of brand integration of rural tourism,developing rural tourism in Dumont County and promoting the brand integration of rural tourism.It has important theoretical and practical significance.Firstly,this paper analyses the current situation of rural tourism brand integration in Dumont County,and finds that Dumont County has abundant rural tourism resources and more rural tourism brands,but its brand comprehensive influence is insufficient.The main measures of brand integration are mainly embodied in four aspects: brand integration support,brand integration service guidance,brand integration supervision and brand integration marketing promotion.Then,the paper makes an empirical test on the performance of Dumont County's rural tourism brand integration.Questionnaire survey was used to obtain the data of brand integration performance evaluation and evaluation of influencing factors of brand integration performance,and ranking selection econometric model was used to process the data.The empirical results show that the implementation of rural tourism brand integration can significantly improve the competitiveness,market power,shaping power,development power and support of rural tourism brand integration.The performance scores of brand market power,brand competitiveness,brand shaping power,brand development power and brand support power are concentrated on five,six and seven levels.The factors that have significant impact on the performance of rural tourism brand integration are improving rules and regulations,actively building infrastructure,improving tourism market system,strengthening brand crisis management,promoting successful experience of the industry,and implementing standardized clothing.Business,strengthening and promoting marketing management,strengthening brand culture construction,and using e-commerce to actively implement network marketing of rural tourism integrated brand.Finally,according to the empirical research results of Dumont County's rural tourism brand integration performance,the paper puts forward four ways to promote the integration of Dumont County's rural tourism brand: strengthening the support of rural tourism brand integration,strengthening the service guidance of rural tourism brand integration,strengthening the supervision and management of rural tourism brand integration,and strengthening the marketing promotion of rural tourism brand integration hands.